With its striking architecture, contemporary utilisation concept and high sustainability standards, the TOWER185 represents the future generation of modern office buildings. Located in Frankfurt's dynamic business cluster, where the trade fair, banking and Europaviertel districts converge, the TOWER185 is home to numerous international companies. Owner Deka Immobilien has set itself the task of further developing the office tower in dialogue with its users and aligning it with their needs. In order to make the identity and quality of the office tower even more tangible and to promote the exchange with the relevant target groups, acre repositioned the TOWER185 and developed an extensive rebranding campaign as well as a sustainable communication concept.
The TOWER185 has been a meeting place for cosmopolitans from the very beginning. The new appearance and claim “Home of global Minds” now positions the TOWER185 as a strong home base for multinational teams and companies. The vertical logo underlines the tower’s significance as a high-rise landmark. Set in the elegant serif font, it also stands for exceptional quality, atmosphere and internationality.
The rebranding of TOWER185 also saw the launch of the new website, which tells the story of the building in all its facets and regularly surprises users with interesting news and stories. With text, image and film elements, slide and parallax effects as well as exciting content, the website offers an eventful user experience with a high level of usability – both in the desktop and the mobile version.
The new TOWER185 magazine, issued for the first time as part of the rebranding, informs tenants and interested parties about what’s new and popular, as well as the many services and amenities that make TOWER185 a space for global players to flourish. As in all areas of TOWER185, special attention was paid to sustainability in the production of the print edition.
Whether open office landscapes, more classic team and individual office structures or individual planning – the floor plans visualise various space configurations in an exemplary manner and illustrate the diverse usage variants of the TOWER185.
A strong focus of the rebranding campaign for TOWER185 is community-building and direct communication with the tenants in order to further promote the building as a home base and place-to-be for its diverse staff and to enhance this image.
In doing so, we create experiences that will be remembered and we cultivate the TOWER185 brand. From small pop-up events and after-work get-togethers to a grand street food market in the inner courtyard – acre develops seasonal and spontaneous meeting spaces for employees, friends and the neighbourhood and lets the TOWER185 brand shine in all its facets.
The signage design marks and sorts the parking spaces for the various two-wheeler models in the outdoor area of TOWER185. Thanks to the clear design, users quickly find their way around – thus creating order in the outdoor area of the TOWER185.
The launch of the new TOWER185 brand was celebrated with a series of useful tools and giveaways and handed out to the employees with the Brandnews magazine. A cargo bike with logo and claim gave a preview of the office tower’s mobility offer.